It’s 2012 and still no breakthrough on campaigning and social media

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Clay Shirky compares social media campaigning in 2008 and 2012:

Clinton used mailing lists in ’92, and every election since then — famously Howard Dean to Barack Obama — has involved considerably more imaginative use of social media. And this election has not. I’ve been quite surprised by that.

I had a student looking at Super PACs a while ago, and we said, “Let’s try and find out what the Super PACs’ social media strategy is.” As she came back about ten days later, she said, “I think I know what the Super PAC’s social media strategy is: Don’t use it.” That’s exactly the whole point of being a Super PAC, to be able to spend unlimited money on the kind of media where no one has the right or the ability to respond, and to minimize transparency. This election feels to me, right now, more Nixon-Kennedy than Obama-McCain because television has become the tool of choice for the source of unlimited fundraising. Politicians like television better; nobody gets to yell back to you if you’re yelling on TV.

Via Andrew Sullivan.

Peter Schorsch is the President of Extensive Enterprises and is the publisher of some of Florida’s most influential new media websites, including SaintPetersBlog.com, FloridaPolitics.com, ContextFlorida.com, and Sunburn, the morning read of what’s hot in Florida politics. SaintPetersBlog has for three years running been ranked by the Washington Post as the best state-based blog in Florida. In addition to his publishing efforts, Peter is a political consultant to several of the state’s largest governmental affairs and public relations firms. Peter lives in St. Petersburg with his wife, Michelle, and their daughter, Ella.